August 10, 2009

Let's say this isn't your idea of a Do-It-Yourself project. How do you find someone you trust to

diagnose the real problem accurately

solve the problem properly

charge a reasonable price

stand behind the work

We asked neighbours but knew how referrals lead you astray from our leaky basement this spring. We asked tradespeople we knew for referrals. We looked at ads.

Dis-ease

Here's what we experienced, in no particular order:

no consensus (e.g., repair or rebuild?)

useless information (e.g., need for scaffolding, how to colour match the mortar)

no handouts

no company websites

no real email addresses (e.g., generic hotmail and gmail)

few with photos of previous jobs

few who went on the roof to inspect and photograph the damage: does your doctor prescribe with diagnosing first?

no written client testimonials

poor followup (eager to quote, but slow to return phone calls)

no request for our email address for ongoing marketing (e.g., an eNewsletter)

no clear differentiation (why you? in 25 words or less)

no certifications: can anyone repair chimneys?

not available when needed (except the lousy ones ... they were available the next day)

no mention of the home renovation tax credit to offset part of the cost

no offers post-repair service (e.g., annual reinspection or preventative maintenance)

Stand Out

We felt unsettled during the process. Since we couldn't gauge the quality of the recommendations or work, we focused on what we could see. And extrapolated. Even now, we hope we made the right decision. Your prospects may feel similarly uncomfortable. Maybe your current clients do too.

Volunteers in nonprofits have good intentions. Yet they sometimes complicate their lives by using old proprietary tools. The business world ...

About

We're all in marketing and need help to improve. Since 2007, Promod Sharma ("pro-MODE"), actuary to the wealthy, has shared what he's learned here.

Promod doesn't sell any marketing-related services. He's spent his entire career in the universe of life & health insurance. Through Taxevity, he assesses and addresses neglected insurance needs in Toronto, Ontario.